IPG’s Kinesso partners with Flybuys for first-party consumer data

Kinesso Australia, powered by IPG’s data-focused marketing partner Acxiom, has announced a new audience data partnership with loyalty program Flybuys.

The partnership will see a media agency group gain access to Flybuys audience segments based on members’ de-identified transactional, behavioural and demographic data, for the first time in Australia.

Flybuys’ data division Unpacked by Flybuys, which launched in September last year, will provide segmented audience data to Kinesso from its eight million active members.

That data will be used with Acxiom’s Infobase of 19 million people, to provide brands and marketers new, anonymous insights on buying patterns.

Kinesso head of data solutions Tom Edmonds, Flybuys chief product officer Harley Giles

Flybuyers chief product officer, Harley Giles, said the partnership will offer clients customer insights and addressability in a cookieless future.

The partnership is powered by data connectivity platform LiveRamp, which was previously part of Acxiom.

“We see enormous benefits in aligning our Unpacked by Flybuys robust audience segments with the knowledge and insights of Kinesso and Acxiom’s Infobase.

“As we move beyond cookies, this partnership is suitably placed to offer clients the depth and scale of data required for customer insights and media addressability in an anonymised, safe and privacy-first way.”

IPG’s clients will also be able to access customer buying patterns in real time, and adapt programmatic strategy accordingly.

Kinesso head of data solutions, Tom Edmonds, said: “Mediabrands’ clients will now have unique access to people-based data, not cookies or device-based insights, which in combination will allow agencies to strategise, plan and activate Flybuys’ audiences in conjunction with unique analytics solutions across the group’s client portfolios.

“The data will be integrated into Mediabrands agency planning and buying tools, allowing for a seamless solution from strategic insights into activation.”

Unpacked by Flybuys also recently announced a partnership with Seven West Media, which will see Flybuys aggregated audience segments connected with Connected TV (CTV) audiences using 7Plus.

That deal will allow SWM to offer targeting across CTV services for marketers for the first time, as it combines Seven’s six million unique first-party audience identifiers (SWM-iDs) with the data of more than eight million Flybuys members.’

Flybuys also recently did a deal with Pureprofile to create an exclusive survey platform for Flybuys members called Pureprofile Perks.

The Pureprofile Perks platform allows Flybuys members to earn points answering surveys via their Flybuys accounts. Members can access Pureprofile surveys through either the Flybuys app or website, allowing them to collect Flybuys points that can be redeemed for over 1,000 reward options.


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